Shine 360° and Mothercare Announce One Born Every Minute Partnership
16th Jan 2013
Shine 360°, the Shine Group division responsible for the global management and commercialisation of the company’s non-broadcast rights, today announced an off-air partnership for the Dragonfly produced Channel 4 series One Born Every Minute with mother and baby retailer Mothercare.
The announcement marks the first ever off-air partnership for the award-winning television series, as well as the first ever television partnership for Mothercare.
The partnership, developed and negotiated by Mark Rosenegk (Shine 360°) and Mike Logue (Mothercare), will see Britain’s largest parenting retailer leverage its association as an “official partner” of One Born Every Minute, across a multi-channel marketing campaign.
The Mothercare store campaign launches nationally on 17th January with windows and POS material. The campaign also includes health professionals and midwives taking part in weekly Twitter parties answering questions on a range of subjects. These expert sessions are to be rolled out to several of Mothercare’s regular in-store Baby & Me events and a photo gallery Facebook competition is set to launch on 16th January where fans will be asked to upload pictures relating to different themes each week for 7 weeks.
One Born Every Minute is the hugely popular BAFTA award-winning factual series that features the extraordinary highs and lows of day-to-day life in a maternity hospital – where every minute of every hour a baby is born in Britain, but no birth story is ever the same.
Since its launch on Channel 4 in 2010, One Born Every Minute has consistently rated as one of Britain’s top shows. It has also been broadcast in over 140 territories around the world, with local productions in markets including France, Sweden, Greece and the United States.
“One Born Every Minute is one of the country’s most respected and trusted television brands,” said Mark Rosenegk, Director of Brand Partnerships at Shine 360°. We are extremely excited to be working with Mothercare, a company that has been the first port of call for new mums and dads for over fifty years.”
“We are delighted to partner with the UK’s most well-known parenting TV series. Over the past 50 years, Mothercare has helped millions of parents navigate their way through a maze of purchasing decisions, offering advice and helping them on their parenting journey so this partnership feels like a natural next step for us.” Mike Logue, UK Managing Director, Mothercare.
“Over the last four years, One Born Every Minute has inspired, informed and delighted millions of parents (and parents to be),” said Ben Liebmann, CEO of Shine 360°. “Our partnership with Mothercare is consistent with our ambition to take One Born Every Minute from one of the country’s most loved television shows, to one of the leading pregnancy and parenting brands in the United Kingdom.
Simon Dickson Managing Director of Dragonfly Film and TV said: “We’re delighted that Mothercare, the most trusted brand in the parenthood sphere is joining forces with our BAFTA winning stalwart One Born Every Minute, which documents what its really like to become a parent. It’s a great fit and we can’t wait to get started.”
